How to Write a Marketing Plan. (Record no. 36419)

000 -LEADER
fixed length control field 03039nam a22003973i 4500
001 - CONTROL NUMBER
control field EBC4958088
003 - CONTROL NUMBER IDENTIFIER
control field MiAaPQ
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20191009123140.0
006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION
fixed length control field m o d |
007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION
fixed length control field cr cnu||||||||
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 191009s2010 xx o ||||0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781282937789
-- (electronic bk.)
035 ## - SYSTEM CONTROL NUMBER
System control number (MiAaPQ)EBC4958088
035 ## - SYSTEM CONTROL NUMBER
System control number (Au-PeEL)EBL4958088
035 ## - SYSTEM CONTROL NUMBER
System control number (CaONFJC)MIL293778
035 ## - SYSTEM CONTROL NUMBER
System control number (OCoLC)1027156043
040 ## - CATALOGING SOURCE
Original cataloging agency MiAaPQ
Language of cataloging eng
Description conventions rda
-- pn
Transcribing agency MiAaPQ
Modifying agency MiAaPQ
082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.802
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Westwood, John.
245 10 - TITLE STATEMENT
Title How to Write a Marketing Plan.
250 ## - EDITION STATEMENT
Edition statement 3rd ed.
264 #1 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc London :
Name of publisher, distributor, etc Kogan Page,
Date of publication, distribution, etc 2010.
264 #4 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Date of publication, distribution, etc �2010.
300 ## - PHYSICAL DESCRIPTION
Extent 1 online resource (145 pages)
336 ## - CONTENT TYPE
Content type term text
Content type code txt
Source rdacontent
337 ## - MEDIA TYPE
Media type term computer
Media type code c
Source rdamedia
338 ## - CARRIER TYPE
Carrier type term online resource
Carrier type code cr
Source rdacarrier
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Cover -- Contents -- Preface -- 1 Introduction -- What is selling? -- What is marketing? -- What is marketing planning? -- Stages in the preparation of a marketing plan -- Summary -- 2 Situation analysis - the marketing audit -- The audit of the marketing environment -- The audit of marketing activity -- The audit of the marketing system -- The marketing environment - market research -- Internal market research -- What is market segmentation? -- Information checklist -- How to present the figures -- Situation analysis -- SWOT analysis -- Summary -- 3 Objectives, strategies and action plans -- What is a marketing objective? -- The product portfolio -- Relative market growth rate and share -- Gap analysis -- What is a marketing strategy? -- Pricing strategies -- Action plans -- Summary -- 4 Distribution, promotion and budgets -- The distribution plan -- The advertising and promotions plan -- Costs and budgets -- Budgeting the cost of a marketing plan -- Summary -- 5 Writing the plan -- Introduction -- Executive summary -- Situation analysis -- Marketing objectives -- Marketing strategies -- Schedule of what/where/how -- Sales promotion -- Budgets and the profit and loss account -- Controls and update procedures -- Summary -- 6 Presenting the plan, follow-up and revision -- Presenting the plan -- Follow-up and revision -- Conclusion -- Appendix.
520 ## - SUMMARY, ETC.
Summary, etc How to Write a Marketing Plan is a step-by-step guide to every aspect of researching and writing a marketing plan, using the development of a plan for a fictitious company to help explain the process.
588 ## - SOURCE OF DESCRIPTION NOTE
Source of description note Description based on publisher supplied metadata and other sources.
590 ## - LOCAL NOTE (RLIN)
Local note Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
655 #4 - INDEX TERM--GENRE/FORM
Genre/form data or focus term Electronic books.
776 08 - ADDITIONAL PHYSICAL FORM ENTRY
Display text Print version:
Main entry heading Westwood, John
Title How to Write a Marketing Plan
Place, publisher, and date of publication London : Kogan Page,c2010
797 2# - LOCAL ADDED ENTRY--CORPORATE NAME (RLIN)
Corporate name or jurisdiction name as entry element ProQuest (Firm)
856 40 - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier http://ezproxy01.ny.edu.hk:2048/login?url=https://ebookcentral.proquest.com/lib/ircp3g4/detail.action?docID=4958088
Public note Click to View

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